“While we like to be edgy and irreverent where we can,
Hell prides itself on being innovative; bringing something
new to the market that lots of people haven’t experienced
before is therefore really satisfying. It ultimately
reaffirmed to us that our customers enjoy trying new
things.”

Hell’s rabbit-skin billboard in Parnell
generated much of the interest, provoking vigorous debate on
social media. The discussion was also picked up in national
and international media, such as Time magazine and The Daily
Mail.

“The billboard had its detractors, but most
people would struggle to be offended. All the positive
feedback we received and our sales results overwhelmingly
shows that, with a 19% increase in sales from Easter last
year,” said Ben.

“We never set out to offend
people with our marketing, but we accept that, while trying
to make people laugh and provoke discussion, it’s
unrealistic to expect a 100% positive response.”

The Gourmet Rabbit Pizza is the first in Hell’s Wild
Food range – other products will be announced over the
course of 2014.

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